How independence and interdependence moderate the self-congruity effect on brand attitude : a study of east and west
Year of publication: |
2019
|
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Authors: | Gonzalez-Jimenez, Hector ; Fastoso, Fernando ; Fukukawa, Kyoko |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 103.2019, p. 293-300
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Subject: | Self-congruity | Independent and interdependent self-construals | Cross-cultural | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology | USA | United States | Kulturelle Identität | Cultural identity | Markenführung | Brand management | Selbstevaluation | Self-assessment |
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